McDonald’s new challenge to Starbucks: Oatmeal?

The coffee wars — make that the breakfast wars — are raging on. And this time the battleground is warm, lumpy breakfast cereal.

McDonald’s is gearing up to roll out a massive advertising campaign for oatmeal, the fast-food joint’s newest addition to its breakfast menu. Sound familiar? Starbucks started selling oatmeal in 2008 as an attempt to slim down its bakery case.

You might recall that this “I can do anything better than you” challenge is nothing new. The two companies have been butting heads over products since McDonald’s started selling espresso and launched an ad campaign proclaiming “four bucks is dumb.”

Oatmeal is hitting McDonald’s menus later this week, according to the LA Times. The maple-flavored cereal will be served in small paper cups with apple pieces, raisins, cranberries and cream.

It sells for $1.99.

McDonalds has been testing the product for a year at outlets in Baltimore and Washington, D.C, according to ChicagoBusiness.com. Earlier this year, McDonald’s reported oatmeal was “well recieved” by customers at those stores.

The move to sell oatmeal doesn’t just take a cue from Starbucks. A number of other chains, including California-based Jamba Juice, recently started selling hot cereal.

McDonald’s oatmeal has about 300 calories, reports the LA Times. The option is often billed as a healthy alternative to a breakfast sandwich or pastry. But is it really?

Depends on what you add to the mix. Sugar, nuts and dried fruit can add to the calorie count.